Arianee secures 8 million euros in funding for its luxury blockchain

By wetretrjyu
13/04/2022
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Authenticating luxury products is a challenge. The startup Arianee has just collected 8 million euros from Bpifrance and ISAI to develop its authentication technology intended to fit into the digital transformation of fashion and luxury. The brand has a link with its product and its owner

The Arianee platform is used to create a digital passport for each product, in order to guarantee its authenticity, as well as to facilitate its resale. A significant benefit for the brand, this passport can help it maintain a relationship with its customers and a history of transactions. The technical solution is delivered in SaaS mode and in Open Source.

Many brands are already taking part in the Arianee adventure, including Richemont, ba&sh, Breitling, Vacheron Constantin, Panerai, Audemars Piguet, Roger, Dubuis, MB&F, Verlan, Satoshi studio, Olistic, Manufacture Royale, etc. The ISAI fund, the Tech & Touch fund managed on behalf of the State by Bpifrance as part of the future investment program and the Cygni Labs and Noia Capital funds enter the capital of Arianee alongside a pool entrepreneurs, Thibaut Elziere, Jonathan Cherki, Jonathan Benhamou, Clément Buyse, etc.

The luxury sector is seeing the emergence of e-commerce, second-hand platforms, the digitization of customer relations and new requirements such as the circular economy, transparency, traceability, sustainability and environmental responsibility. Another issue, brands want to know their customers when they receive their product as a gift or buy second-hand products. Brands create their own interface with their customers

In 2020, Arianee developed a SaaS platform to make its technology usable by brands that want to integrate it. Brands can develop a tailor-made customer experience by producing digital passports in real time, directly from their IT infrastructure. Arianee offers brands to generate a digital passport for each object they manufacture.

Arianee issues digital passports encrypted on the blockchain, available in open source via a 1901 law consortium open to all developers who wish to create new uses for brands. This passport guarantees buyers to acquire an authentic object while allowing brands to maintain a relationship with the owner of the object and to have a history of events and transactions concerning their product.

Arianee décroche un financement de 8 millions d’euros pour sa blockchain du luxe

“Our solution is currently the only one activated by major luxury brands with their customers,” says Pierre-Nicolas Hurstel, CEO of Arianee. The manager highlights the fact that the Arianee source code is published and open and that the solution is offered in SaaS mode. "We offer an architecture adapted to the integration needs of large groups and to the personalization needs of the customer experience of brands" he underlines. Luxury brands emancipate themselves from the tyranny of GafaArianee evokes a web of the future , decentralized and respectful of personal data thanks to “privacy by design”. “Our approach will allow the fashion and luxury industry to appropriate a technology that it will shape, without having to once again undergo unilateral decisions by the Gafa” announces Frédéric Montagnon, co-founder of Arianee.

"Arianee is reinventing the customer relationship of fashion and luxury players with a promise of unique value based on the digital identity of the product" says Guillaume Simonaire, Creative Industries Investor at Bpifrance. “Arianee has all the assets to meet the challenges of second hand, authentication and traceability,” he says.

Thierry Vandewalle, General Partner at ISAI notes that Arianee has developed uses in 3 years adopted by leading players in the luxury sector. “Arianee has invented a new CRM [Editor's note: Customer Relationship management], which allows brands to ensure traceability throughout the life cycle of products, and to know what consumers really have at a given moment. The digital transformation of the luxury industry is underway,” he thinks. Exchanging the digital passport via his smartphone In practice, when a customer buys a good from a brand that uses this solution, he receives this digital passport on his smartphone. This title deed holds all the information on the purchased product. In the event of resale, the property is transferred with the property and provides the new holder with a guarantee of authenticity and of a purchase made in good faith. For their part, brands can track transactions involving their products. This allows the brand to have contact, encrypted, with the person who holds the object.